How to succeed in China: get personal and put a boat or a dragon on your label

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As the Lafite auction at the end of October continues to reverberate around the world, all eyes are on which Bordeaux chateaux are likely to follow Lafite and its peers into the cellars of wealthy Chinese collectors.

Beychevelle: 'Chinese dragon boat'

Already the other First Growths - and their second wines - have seen a positive effect on their prices, with most trading at around 20% more than before the auction.

In Bordeaux, there is some uncertainty over which wines will be the next to attract attention.

'You can’t say that all the Super Seconds are next in line,' Jean-Pierre Rousseau, managing director of negociant Diva told decanter.com, 'but there are certainly a few labels that are attracting serious interest.'

He cites Chateau Beychevelle and Chateau Lynch Bages as the two most obvious beneficiaries, with Chateau Leoville Poyferre and Chateau Pontet Canet as 'good outsiders'.

Simon Staples at Berry Bros in London said, 'It is very difficult to second guess the market, but every vintage from the 2000 onwards of Lynch Bages has moved upwards over the past few months. Even the 2007 is reaching around £800 a case, while a year ago you could have picked it up easily for £400. We are unlikely to see another opening price below the level of 2009.'

There are various reasons why the estates succeed with the Chinese market, but labels are certainly of key importance. Jeannie Cho Lee, Decanter’s Asia contributing editor, said, ‘Chateaux like Beychevelle have succeeded because of their easy-to-remember and familiar label: the boat on the label closely resembles Chinese dragon boats.’

Leoville Poyferre also has a dragon symbol on its label, Rousseau points out.

Cho Lee added that prices for both Mouton 2008 and Lafite 2008 rose sharply after their packaging clearly reached out to China’s growing wine lovers.

Lynch Bages, in contrast, is thought to have a strong image due to the extensive efforts made by the Cazes family in the region, with Jean Michel Cazes one of the first Bordeaux owners to visit China in the 1980s.

Of course, quality also pays a major part: ‘Pontet Canet is increasingly recognised for the strength of its wine,’ Rousseau told Decanter.com.

In China, many merchants and observers are quoting Cos d’Estournel, Palmer – and Beychevelle – as the more affordable prestigious red Bordeaux gaining popularity.

According to Don St Pierre Jr of importers ASC, other wines that should be watched are Angelus, Palmer, Rauzan-Segla, Gruaud Larose, Lagrange, Pontet Canet and Smith Haut Lafitte.

Of those, Cho Lee notes, only one – Angelus – is on the right bank. She suggests that success in the Chinese market rests on a couple of simple propositions..

‘Chateaux like Lynch Bages and Cos d’Estournel succeeded by being present in the market and forging personal relationships with end consumers.

‘What is clear is that the more affordable Bordeaux chateau which may inherit the Lafite halo will be from the left bank, have a memorable label with some connection to China, and connect with their Chinese customers.’

Have your say!

Julien BoulardMay 20 04:02

As most Chinese people cannot read latin characters, it is normal that the design of label has its importance. Imagine a bottle with “???” on it. Will you remember these characters or the design of the label? I don't think they actually prefer the taste of Beychevelle, but it is effectively an easy label to remember among hundreds of them.

JayDecember 09 15:36

It appears as though the Marketing Dept has already assumed, perhaps correctly, that the Chinese consumer is as empty-headed as the American; put a pretty picture on it, buzz it in the media, and it will sell at multiples of its intrinsic value. Next, they can imitate McDonalds and put a variety of exciting labels on a series of bottles so the collector has to buy at least one of each! "Be the first in your province to own the whole series!"

Ram PareatumbeeDecember 08 05:52

Anything that may attract more business will do. It is rightly said.Sell what the Customers Want.

WadeDecember 08 03:50

It is smart marketing, much more with mouton rothschild having its 2008 vintage designed BY a chinese artist. That brand certainly has a lot to look forward to in years to come.

Peter RobsonDecember 05 17:05

Leoville Poyferre had a wolf on the label last time I looked. Unless it happens to be a rather furry dragon with whiskers and a bushy tail.

YuanDecember 03 18:49

That is smart marketing. Give what the customer like, and sell more of your wine. What's wrong with that.

ddDecember 02 16:52

another Chinese fever, times to put on (or change) a new labels. may be it's too late for the greatwall now. how about the panda, dragonboat, ming vase etc

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